Optimising social media for small tourism and hospitality businesses

Laughlin Rigby, Marketing Director, Travelshake.com

700 new posts on average to Travelshake.com every day4 posts per business per week213 posts per business per year

Report is based on analysis of 2,000 posts froma 3 day period in October 2011Represents 17 sectors within the travel andhospitality industry500+ businesses from 45 countries © Travelshake.com

 Greetings  Events Press articles  Product marketing Weather  Offers Videos  Local tourism info Tips & advice  Photos Newsletter  User interactions Reviews  Company PR Fun posts  Peer recommendations Menu  Competitions Questions  Industry news Check-ins  Blog © Travelshake.com

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% events product marketing offerspeer recommendations local tourism info photos user interactions company PR competitions industry news blog questions greetings press articles weather videos tips & advice fun posts reviews menu check-ins newsletter © Travelshake.com

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% events product marketing offers competition photospeer recommendation greetings Ireland company PR local tourism info global questions user interaction videos industry news fun posts tips & advice blog press article reviews weather © Travelshake.com

industry question, 2% video, 2% weather, 1% company PR, 3% news, 3% press article, 4% local tourism menu, 12% info, 4% product event, 11%marketing, 5% blog, 10% competition, 6% tips & advice, 9% greetings, 6% photo, 7% offer, 8% peerrecommendation, 6 % © Travelshake.com

Use rich media when possibleRun competitionsCreate exclusive social media offersTalk about local tourism newsAsk questions and interact, build a communityDon’t over-promoteInteract with complimentary businessesLink to newslettersFeature upcoming eventsPost tips & advice on your specialist areas © Travelshake.com

twitterIrish Stats:350,000 twitter accounts in Ireland217,845 unique active Irish users on twitter49% sent only 1, 21% sent 10 or more, 0.5% sent more than 1000per monthAverage of 159,000 Irish tweets were sent per dayTop link domains: t.co 27%, bit.ly 18%, tumblr.com 6.7%, fb.me6%, twitpic.com 4%, ow.ly 2%, 4ms.me 2%, yfrog.com 2% © Travelshake.com

#tweetseats and the pop-up restaurants“Tweet us with date,time (12,2,4,6,8pm),no of ppl (max4) including #tweetseats in ur request & u eat for free if slot is available. 24hrs notice needed” @crackBIRDdublin @skinflintDUBLIN

@cakebombs @8degreesbrewing @greensaffron © Travelshake Social Media © Travelshake.com

@wildpeeta Dubai“open-source Shawarma restaurant that shares decision-rights with their followers” twitter wall: © Travelshake.com

 Staffed by employees based in Omaha, Australia and Mumbai Respond to requests and questions within an hour Field queries ranging from where to find good sushi to alerts that a guest will be checking in © Travelshake.comlate

Play Food & Wine – Restaurant in Ontario, Canada“the restaurant spends nomoney on anyadvertising, beyond remainingvery active on Twitter andFacebook and running emailcampaigns”“We have sold out everyevent we’ve had since weopened by using onlyFacebook, Twitter and ourmailing list.” © Travelshake.com

Create a twevent using a #

twitter - publicityTwitter for PR:71% of Irish journalists use Twitter as a news sourceMentions of Twitter in the Irish media increased from 16mentions per month in January 2008 to 2,058 references inMarch 2011. (Kantar PRII) © Travelshake.com

FacebookGlobal Stats: 800+ million active users 50%+ active users log on to Facebook daily 130 average friends per user 80 pages, groups and events per user 250+ million photos are uploaded per day 7 million+ apps and websites are integrated with Facebook © Travelshake.com

FacebookIreland Stats 2,060,740 Irish profiles on Facebook 900,000 + active daily 4hrs 10min ave person spends on Facebook pm 54% of users female v 46% male 49% of the population over 15 years of age are on Facebook © Travelshake.com

How to Grow your Facebook Likes © Travelshake.com

How to Grow your Facebook Likes1. Place Ads Ad creation Demographic selection Targeted audiences Publishing and Monitoring a campaign Analysing results, Metrics and ROI - €1 - €3 per fan acquisition © Travelshake.com

How to Grow your Facebook Likes2. Competition/PromotionBenefits Increase Facebook Likes/Fans Creates a buzz around your business Fully compliant with facebook policy Drive Brand Engagement Builds Loyalty Increases your email database © Travelshake.com

How to Grow your Facebook Likes3. Offline Add URL stationary, menus, receipts, staff...4. Awareness online “Share” with friends on FB, email to contacts, ad to your other social media sites, put FB widget on your own website, email signature... © Travelshake.com

How to Grow your Facebook Likes5. Increase Engagement Use Facebook Apps Run a Poll or contest Use the @ Tag Upload a large main image with other social media account listed on it Upload Videos and Photos Write consistent updates Start Conversations with your fans Link to Twitter or vice versa Get fans to upload fan photos and tag them © Travelshake.com

How to Grow your Facebook Likes6. Welcome Page Default “Welcome Page”, which would be the first page shown to new visitors to your page, encouraging them to “like” your page can include: The tab markets your business to the new visitors and helps convert them from lookers to bookers. © Travelshake.com

How to Grow your Facebook Likes7. Fan-Gating Give visitors a reason to “Like” your page Benefits  Increase Facebook Likes/Fans  Covert to Bookings and Sales  Reward Loyalty  Encourages Viral Sharing © Travelshake.com

How can FB be used to improve sales1. Email list of fans from database2. Upload Exclusive “fan-only” Offers3. Add a booking or purchasing link4. Create a Facebook Store... © Travelshake.com

Facebook Stores:Vendorshop (Irish)Payvment

Enhance your FB page with Facebook AppsTop 3:http://lujure.com best free functionality and ease of use but only for only pagehttp://shortstack.com most advanced functionality and includes contests and forms but free is limited to 2,000 likeshttp://travelshake.com Multiple functionality and apps all in 1 tab, includes travelshake microsite, custom branding , contact form, map, video, photo gallery.Others:http://iwipa.comhttp://socialappshq.comhttp://faceitpages.comhttp://tabsite.com © Travelshake.com

4 billiondaily views

YouTubeIrish Stats:• 2011 Youtube had 1.3 million regular Irishusers• 400 million views per month• Estimate daily unique traffic of 500,000users approx.• 2.1 million unique users per month. © Travelshake.com

How can Video Benefit your business Branded Channel on YouTube

Key elements of a good online videoShort length – maximum of 2 to 3 minutesQuick and simple demos – nothing too complex requiring zooming inand out or different camera angles.Short interviews at events, or on-the-spot customer testimonialsOffering a timely “sneak peek” at a daily special or a behind the scenesviewThe audience is only convinced by honest testimonials and authenticinterviewsWork out what differentiates your product from yourcompetitors and find people who can express these key points withintelligence, humour and conviction.Story line is more important than how it looks © Travelshake.com

Online Video - DistributionDistribution is key – Put the video on your website, embed itin your newsletter and add it to your blog.Post the video to YouTube, Facebook, Twitter... If yourfriends, fans and followers like it, they’ll share it with theirfriends, fans and followers, multiplying your audience.Make it available on - corporate materials, DVDS, videopodcasts and other promotional material. © Travelshake.com

blogsWestin St. Martin working with wedding bloggers

 Digital Video Production  Facebook Compliant Competitions and Apps  Twitter Strategy and Promotions  Social Media Advertising Campaigns  Location-Based Marketing and Deals  Monthly Social Media Management  Tailored Training & Consultancy Email: info@travelshake.com Tel: + 353 (0)1 44 333 65Facebook.com/Travelshake Twitter.com/TravelshakeYouTube.com/Travelshake Travelshake.com/Travelshake

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Optimising social media for small tourism and hospitality businesses

by Laughlin Rigby

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